Selling a Road Trip In Greece - The Digital Experience

In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality.

Here at the DTTT, we also appreciate those websites that successfully integrate 3rd party functionalities that allow users to remain on the website even in the lower funnel - this prevents users to end up booking with OTAs that have significant commission fees.

It is always great when we find destination websites that surprise us in a positive way. That was what happened with Discover Greece and their tour pages.


In this case study, we will explore the digital user experience on this website through different lenses - design, strategy and functionality. We will learn from examples of how to successfully sell tours on a destination website.


The spotlight is on Greece’s second city, Thessaloniki, through an autumn/winter city break experience with an adventurous twist.


Inspirational experiences start with design


The amazing experience on the website starts with the incredible design and brand implemented. The video that presents the tour is well executed and shows an amazing set of spots that can be visited.


The images also add a lot of value to the user experience, as they are appealing and they all follow the same style. It is also worth mentioning the use of icons across the website makes it even more attractive. 


The scrolling down through the page is also smooth and, even though there is a lot of relevant information displayed (about all stops), it doesn’t feel like too much. It is just the right amount of information that is digestible. 


Excellent functionality aligned with user expectations


The live chat is a great tool to help the user to move on their journey on the website. Even if it’s 100% automated, it provides users with a couple of interesting suggestions and answers. 


What is also interesting about the webpage, is the “Book your trip” button that is always highlighted and encourages users to move into the next phase - mostly about planning because it provides suggestions of activities and accommodation, as well as an integrated search feature for flights (powered by Skyscanner) and Ferries (powered by theferries.com).


From the perspective of the visitor, it is critical to check what previous travellers thought about a specific tour or provider to obtain reliable customer feedback and quality assurance before booking a trip. That is why Discover Greece added a system of internal reviews, which already has a significant number of reviews (more than half of the 168 activities have at least one hundred reviews).


Here at the DTTT, we also appreciate those websites that successfully integrate 3rd party functionalities that allow users to remain on the website even in the lower funnel - this prevents users to end up booking with OTAs that have significant commission fees.


The integration of TripAround to have the payment step on the website is great - it works well and has everything required to provide user confidence. Lastly, we highlight the real-time availability calendar that helps users to plan.



Key Takeaways

  • The booking & payment step is critical to fulfilling the user experience on a destination website - it has to be functional and attractive.

  • 3rd party integrations with great platforms allow destination websites to keep users during more phases on the website, whilst providing an amazing experience.
Published on:
January 2023
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